Hi Rebecca thanks for that comment, sorry to respond this late. Yes sure, we are being very busy with making the change, as you can read in my blog on Experience Co-creation in Care: http://www.healthbusinessconsult.com/blog/experience-co-creation-in-health-care-ec3/ You might like to follow on that through twitter @rohal ;-) Look forward to your comments! Thanks! Rob Rob

Great summary, Rob. This clearly summarises the journey-so-far for pharma and patient engagement. What you could add is the next generation of applications which are being designed and built around the patient rather than the doctor/clinic/drug/pharma which will shift the balance of power from a communications perspective firmly towards the patient and away from Pharma and Physician. #VRM

Transcript of "Social media and pharma"

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Social Media and Pharma: Support for patients, or new commercial channel to care? Rob Halkes October 7, 2010 value innovation in medical and life sciences

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Disclosure <ul><li>> 20 years Health care business development consultant to all parties in health care, a large part of them being the pharmaceutical industry in the Netherlands and Europe; </li></ul><ul><li>Use a bit of social media </li></ul><ul><li>Participant in #hcsmeu – movement. </li></ul><ul><li>www.hcsmeu.com </li></ul>

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Select One of Two <ul><li>What’s your Presupposition? </li></ul><ul><li>Information: Any knowledge, or data about patients and their desires and needs, which is used to persuade patients into some desired behaviour, so as to benefit from them; </li></ul><ul><li>Information: Any knowledge, or data about patients and their desires and needs, which is used to support patients in their behaviour, so as to benefit from them; </li></ul>

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Some starting points <ul><li>Current systems of health care, specifically in the advanced markets, are too expensive and too much labour consuming to last for the next decade; Way out: Technology and patient self management; </li></ul><ul><li>As for design, organisation and defrayment, a distinction should be made between: </li></ul><ul><ul><ul><li>Acute /emergency care, </li></ul></ul></ul><ul><ul><ul><li>Chronic care, </li></ul></ul></ul><ul><ul><ul><li>Elective care; </li></ul></ul></ul><ul><li>Outcomes of care are due to the interplay of three values: </li></ul><ul><ul><li>Patient’s values </li></ul></ul><ul><ul><li>Medical, professional values </li></ul></ul><ul><ul><li>Economic values </li></ul></ul>

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My colleagues from Deloitte: “ Social networks hold considerable potential value for health care organizations because they can be used to reach stakeholders, aggregate information and leverage collaboration.”

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The Result <ul><li>The Pubic is informed: There’s information for patients and their parents to be found; </li></ul><ul><li>Janssen-Cilag is informed about their desires and demands. </li></ul>

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What do patients want? <ul><li>Availability of doctor or health care professional (informed of the case) by email or cellphone 24/7; </li></ul><ul><li>Access to medical records through the internet; </li></ul><ul><li>Offering newly diagnosed patients crash courses on their disorder; </li></ul><ul><li>Training and supporting patients to practise self management care; </li></ul><ul><li>Checking clinical practice against recommended medical guidelines; </li></ul><ul><li>Asking patients to critique services and suggest improvements; </li></ul><ul><li>Involving patients in the governance of the clinic; </li></ul><ul><li>Providing online support communities for patients. </li></ul>

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How to tackle the obligations? <ul><li>Beyond current and existing systems for pharmacovigilance: </li></ul><ul><li>Monitor all social media and internet mentions of the company and brands (Boehringer Ingelheim); </li></ul><ul><li>Publish guidelines to be followed internally and to advise external ppl. to use; </li></ul><ul><li>Design, pilot and test! </li></ul><ul><li>Attend to the ROI of things.. </li></ul><ul><li>Even better to “Return on Health” ROH! </li></ul>

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As for Pharma regulations re. Communication <ul><li>USA – FDA and Emea, European Commission differ substantially; </li></ul><ul><li>EMEA : discussion re. intention to allow for patients to benefit from Pharma’s information and experience with using the medication..?? </li></ul><ul><li>FDA: Refer: John Mack’s monitoring of the FDA: </li></ul>

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In pharma: multi-party communities may arise, mingle, interact and promote and warrant participation in the community, not so because it is convenient to pharma, but primarily because the communities create mutual value ! Practice nurses doctors pharmacists specialists Health insurance support Home care support Community agents Pharmaco agents Family and friends Device companies Patients

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Forecasting the trend <ul><li>Pharma industries will learn how to collaborate with foremost patients and health care providers in multi party partnerships; </li></ul><ul><li>The distinction between advertising and promotion with communication and support, will disappear; </li></ul><ul><li>Regulatory authorities will be partner of the collaboration, in general and more specific, working together to guard integrity and health outcomes; </li></ul><ul><li>Everyone will profit by way of less investment for more and better outcome. </li></ul>

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Van Spaendonck’s BU “Value Innovation in Medical and life Sciences” is a focused consultancy firm. Van Spaendonck management consultancy supports and directs parties and professionals to proper choices and processes to create and develop their USP , a better market position and performance. In the dynamics of health care systems, pharmaceutical industry, health care insurers, social parties, and health care professionals will be challenged more and more to their added value. The business unit “Value innovation for Medical and Life Sciences,” has the needed expertise and experience to initiate and develop processes and clinics for health care, marketing, sales and management systems, professional development, and strategic organisational change. 20 years of consultancy expertise to pharmaceutical and medical industry, life sciences and health care. Actual research and publications in health care and marketing developments. Rob Halkes BU Van Spaendonck – Value innovation in Medical and Life Sciences T +31 418 578000 M+31 653 420722 E r.halkes@VanSpaendonck.nl G.E.H. Tutein Noltheniuslaan 7 W www.medicalandpharmamarketing.com 4181AS Waardenburg T www.twitter.com/rohal the Netherlands